When Emily Bonvissuto first stepped into Coastal Bliss as a shopper back in 2014, she couldn’t have imagined she would one day own the beloved boutique. Yet this summer marks a new chapter for Coastal Bliss – and for Bonvissuto – as she takes the reins from previous owner Blake Schmid, blending her years of retail expertise with a deep, personal love for the brand.
“I still have the first ‘Show Me Your Mumu’ dress I bought from the store,” Bonvissuto said. “I wore it the week we closed on the business. It felt so symbolic and special, and it speaks to the timelessness of our brand.”
Emily does inventory as she plans for a busy Fall/ Holiday season .
Bonvissuto’s journey into retail began long before she joined Coastal Bliss professionally. At just 15 years old, she landed her first job in retail at a boutique in Coligny Plaza, discovering an early passion for beautiful clothes, helping people, and even the art of spending money. “It brought together all of my favorite things,” she said. “It showed me those really were my passions.”
College offered a winding path to nursing, then education, before Bonvissuto found her true calling, earning her Bachelor of Science degree in retail management at University of South Carolina’s Hospitality, Retail and Sports Management School. The fit was immediate. “I knew then: This is what I was meant to do.”
In 2022, Bonvissuto joined Coastal Bliss as the store manager and buyer. She quickly fell in love with the behind-the-scenes process: meeting customers, curating pieces that would bring them joy, and building relationships that extended well beyond the checkout counter. “I’ve been in this role for over 10 years across different places, but being at Coastal Bliss has always somehow felt really special,” she said.
That dedication paid off when Schmid approached her earlier this year about purchasing the store. Bonvissuto admits she was “blindsided, but in the best way.” With her boyfriend and family’s support and the blessing of a strong team, she said “Yes!” and stepped into ownership with excitement and gratitude.
Emily Bonvissuto is photographed at Coastal Bliss in Shelter Cove Towne Centre.
The Heartbeat of Coastal Bliss
When asked what she loves most about Coastal Bliss, Bonvissuto’s answer is clear: the people. “I love going to market and seeing something, knowing that Ashton will love it, or Cheryl will look beautiful in that dress, or that I should send Amanda in Connecticut a box of beautiful things,” she said. “It’s about connection. Clothing is fun, but it’s even more meaningful when you know who it’s for.”
That personal touch is everywhere in the store. Shoppers are greeted warmly at the door, hangers and the outfits that don’t work are whisked away so they can browse freely, and there’s no pressure to buy. “We’re here to dress you for the season of life that you are in, not just to make a sale,” Bonvissuto said.
Coastal Bliss is more than a clothing store; it’s a curated boutique where every piece is hand selected. Bonvissuto’s buying philosophy spans all ages and stages of life. High school girls might gravitate toward ruffled dresses perfect for Instagram photos, while young moms find comfortable yet stylish pieces like A-line shorts and soft tops they can wear to the park or farmer’s market. For women in their 40s and 50s, Coastal Bliss stocks breezy day dresses and mid-length styles that pair effortlessly with jean jackets, ideal for the baseball field or brunch with friends.
Grandmothers aren’t left out either. The boutique carries American-made brands like Nally & Millie, known for fun prints and half or three-quarter sleeves that feel both modest and fashionable. “We want everyone to feel beautiful and comfortable,” Bonvissuto said. “We sometimes have three generations of women shopping together and finding just the right pieces. It’s so fun for them, too, to model for each other their unique finds.”
Local Love and Unique Finds
In addition to clothing, Coastal Bliss offers curated accessories and locally crafted pieces. Handmade jewelry by BOATEAK Fish, a Hilton Head Island artisan, shares shelf space with items from nearby North Carolina makers and small family businesses. “These aren’t mass-produced,” Bonvissuto said. “They’re special, and our customers appreciate that.”
Another customer favorite is PJ Salvage loungewear, famous for its playful prints, seasonal collections, and buttery-soft fabrics perfect for lounging at home out by the pool on cool summer evenings or cozying up by the fireplace or the firepit during the holidays. “They’re fun, colorful, and incredibly comfortable,” Bonvissuto said.
Even the store’s shoe selection – think Dolce Vita classics – reflects the boutique’s philosophy: stylish, wearable, and timeless.
Bonvissuto sees Coastal Bliss as more than a retail space. It’s a place for the community to gather and celebrate. The shop hosts popular events like the annual Sparkle, Sip and Shop holiday open house, with local vendors, live music, and catered food. “It’s such a fun party,” she said. “People knock gifts off their Christmas lists and usually treat themselves too.”
Collaborations with local nonprofits also hold a special place in her heart. The recent Spring Hop and Shop with Memory Matters brought together several island boutiques for a day of shopping and giving back.
For those who prefer a quieter shopping experience, Bonvissuto offers private appointments. Shoppers can browse after hours, enjoy one-on-one styling help, and even sip a glass of wine. “We’re happy to bring pieces to customers’ homes, too,” she said. “It’s about making it as comfortable as possible.”
A Store Run by and for Community
While Bonvissuto’s name is on the paperwork, she’s quick to credit her team of passionate young women. Many are high school students – just as she once was – learning the art of customer service, cash handling, and retail sales. “They’re gaining skills they’ll use forever,” she said. “And many of them return summer after summer because they love our customers, our store, and what we offer every woman who walks through our doors.”
Inside the store, there’s always thoughtful background music, comfortable seating, and cold water or wine on offer. Husbands tagging along can relax with an ice-cold beer on the couch, making the experience enjoyable for everyone. “Sometimes shopping isn’t comfortable,” Bonvissuto said. “We try to change that.”
And if a customer’s perfect piece isn’t on the racks? She is the first to recommend another local store. “We’re so fortunate to have incredible shops on the island,” she says. “If it’s not here, I want you to find it somewhere else. It’s about you looking and feeling your best.”
As she steps fully into her new role, Bonvissuto feels both humbled and honored. “It’s special to say, ‘This is my boutique,’” she said. “Before, I was proud to be the manager and part of the buying team, but this lands differently. It feels so, so right.”
Looking forward, Bonvissuto plans to keep the heart of Coastal Bliss the same: a welcoming place where every customer feels known and appreciated. “Stick with your gut,” she said, when asked what she’s learned about leadership. “You know what’s best for your business, but listen to your team, too. It’s a group effort.”
From that first dress she still cherishes to the hundreds of pieces she’s lovingly chosen for customers over the years, Emily Bonvissuto’s Coastal Bliss story is a testament to the power of passion, community, and the joy of helping people feel beautiful inside and out.
